Marketing of milkfish in Binangonan, Rizal, 2011

Date

4-2012

Degree

Bachelor of Science in Agricultural Economics

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Jose M. Yorobe

Committee Member

Cesar B. Quicoy, Antonio Jesus A. Quilloy

Abstract

The study was conducted to analyze the marketing of milkfish in Binangonan, Rizal. The specific objectives were: (a) to determine and examine the marketing practices performed by both fishermen and traders; (b) to evaluate the marketing channel of milkfish; (c) to evaluate the marketing efficiency (pricing and operational) of the marketing intermediaries involved in milkfish marketing; (d) to assess the knowledge, attitude and performance of traders towards proper handling of milkfish; (e) to identify the market problems that the fishermen and traders are experiencing and recommend to them some solution.

The study utilized both primary and secondary data. Primary data were collected through personal interviews with the respondents using pre-tested questionnaires. A total of 45 respondents were interviewed for the study, 13 of which were fishermen, 8 wholesaler, 10 wholesaler-retailer and 14 retailers. Purposive sampling of the fishermen respondents was employed in the study while trader respondents were obtained through an upward tracing.

Marketing practices of fishermen and traders include sale and pre-sale practices .The sale practices include marketing arrangement, type of market outlet, price determination and price setting, terms of payment and mode of sale. On the other hand, sale practices include washing and cleaning, grading and sorting, packaging, transportation, chilling and pre-chilling and. storage.

The study identified three marketing intermediaries in which include wholesaler, wholesaler-retailer and retailer. All the milkfish unloaded by the fishermen were distributed to wholesalers. However, the wholesaler distributed 53.57% of the volume it handled outside the province, specifically in Navotas and only 45.23% was sold to wholesaler-retailer inside the province. The wholesaler-retailer sold milkfish to both retailer and consumer while the retailer directly sold to consumers.

The marketing system was found to be price inefficient if only pricing was used as the criterion. Among the three traders, the retailers obtained the highest gross margin of 21.00 pesos per kilogram compared to wholesaler and wholesaler-retailer with gross margin of 15.63 and 16.50 pesos per kilogram. Retailer also incurred the highest cost in marketing amounting to 10 pesos per kilogram and high profit amounting to 11 pesos per kilogram among the traders. However, it was revealed that the share of cost to gross margin was highest for traders amounting to 47.62% compared to wholesaler and wholesaler-retailer share of cost to gross margin of 38.77 % and 47.52% respectively. The trader’s entire share of marketing cost was not even half of their gross margin implying that all of them had a large share of profit on their gross margins. Wholesaler v had the highest share of profit on gross margin amounting to 61.23%, while wholesaler- retailer profit share was 57.21%. Retailer obtained the lowest share of profit amounting to 52.38% despite the fact that they retailer had the highest value of profit earned among the three traders. The marketing system was found to be operationally efficient, because the 3.51% losses incurred for the period covered was within an acceptable range of loss.

It was found out that there was a gap on the knowledge, attitude and performance of traders towards the proper handling of milkfish. From the result of Knowledge Attitude and Performance questionnaire, 6 out of 10 questions scored a value of 1 implying that the traders’ posses correct knowledge. Half of the questions asked under attitude earn high score, which means that they feel the need and importance of the proper handling of milkfish while traders had a poor performance and practice in handling milkfish as revealed by the low scores in statements about performance.

Some of the problems stated by the fishermen and traders were lack of capital, poor facilities in the port, competition, perishability of the commodity and the news about fish kill. The traders reported that though fish kill was not happening in Binangonan, its mere issue affect saleability of the fish because buyers tend to discriminate the fish thereby buying other fish species. The poor facility leads to some inefficiency like losses and wastage of fish and orderliness in the port.

Based on the results of the study, the following recommendations were suggested to improve the milkfish marketing system in Binangonan Rizal. The government should make some intervention regarding pricing of milkfish and provide accessible information about the market. The government should improve the facility in the fish landing area and put up storage facilities. A seminar should be conducted to help traders to expand their knowledge, attitude and improve performance in handling milkfish. A more in- depth study should be conducted to fully evaluate the marketing system.

Language

English

Call Number

Thesis

Document Type

Thesis

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